Commercial 1: The first commercial is for a luxury handbag brand. Through the use of high-quality cinematography, the commercial starts with a close-up shot of a glamorous celebrity carrying the handbag in a luxurious setting. The camera then pans out to show the celebrity in different elegant outfits, attending high-profile events, and being constantly surrounded by paparazzi. The emotional response provoked by this commercial is that of aspiration and the desire to be associated with luxury, fame, and glamour. The use of the celebrity serves as proof that the product is worth buying, as it suggests that by owning this handbag, one can also achieve a similar lifestyle. However, the proof is not necessarily valid, as the audience does not know if the celebrity actually uses or endorses the product in real life.
Commercial 2: This commercial is for a cleaning product. It starts with a scene of a stressed-out mom trying to clean a messy kitchen while her children are mischievously making more of a mess. The commercial then transitions to show the same mom using the cleaning product, which instantly removes all the dirt and leaves a sparkling clean kitchen. The emotional response provoked by this commercial is relief and satisfaction, with the underlying message that this product will make cleaning easier and more effective. The commercial uses the mom as an expert, as she is portrayed as someone who understands the struggle of cleaning and can attest to the product's effectiveness. However, the proof provided is subjective and may not be valid for all individuals or cleaning situations.
Commercial 3: This commercial is for a fast-food chain. It begins with shots of delicious-looking food being prepared with close-ups of steam, melting cheese, and vibrant colors. The commercial then showcases families and friends enjoying the food and laughing together in a vibrant and lively restaurant setting. The emotional response provoked by this commercial is hunger and the desire for social connection. The use of relatable individuals enjoying the food creates a sense of trust and authenticity. The commercial also includes a celebrity endorsement, where a well-known actor expresses their love for the food. Although this adds credibility, the validity of the proof may be questionable as the celebrity may have been paid to endorse the product.
Commercial 4: This commercial is for a skincare product. It starts with shots of a woman with flawless skin, radiating confidence and happiness. The commercial then showcases close-ups of the product being applied smoothly and effortlessly. The emotional response provoked by this commercial is the desire for beauty and self-improvement. The commercial uses before-and-after images to provide proof of the product's effectiveness, suggesting that it can transform one's skin. However, the validity of this proof is subjective and may not necessarily reflect the results that every individual may achieve.
Commercial 5: This commercial is for a car brand. It begins with fast-paced shots of a sleek and stylish car driving on scenic roads, with the wind blowing through the driver's hair. The commercial then transitions to showcase the car's advanced features, such as a panoramic sunroof and state-of-the-art technology. The emotional response provoked by this commercial is a sense of freedom, luxury, and excitement. The commercial brings in experts, such as professional drivers or engineers, to validate the car's performance and quality. However, the validity of this proof may be questionable as the experts may have a biased perspective or may not represent the average consumer's experience.
Your task is to watch some commercials and to guess how they achieve their persuasive effect. Commercials are not the same as an act of rhetorical public speech, but they do have a lot to teach us about psychological manipulation. Psychological manipulation is a type of social influence that aims to change the perception or behavior of others through underhanded means. Understanding how this works can then help us to identify it when it is used in public speeches. Take around five commercials and write a paragraph of 50-100 words on each, identifying all of the techniques used to persuade the audience that the product is worth buying. Think carefully about the images and words that are used. What emotional response is provoked by the commercial? Are celebrities or so-called “experts” brought in to provide proof? Is this proof valid?
1 answer